Moonshot Cafe 展覽攤位 by Takeshi Yoshida is a highly esteemed winner of the very prestigious 2023 A' Design Award 銀獎 in 室內空間及展覽設計 Competition Category.

銀室內· 2023

Moonshot Cafe 展覽攤位

by Takeshi Yoshida

Client: Takeshi Yoshida

A' Design Award 銀獎 Winner in 室內 Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Moonshot Cafe 展覽攤位

此設計為2023年消費電子展（CES）日本館，該展覽是全球最大型的科技盛會之一。設計靈感源自禪宗的核心理念──簡約與極簡主義，這是日本自古以來一直傳承的精神。在展會中設置咖啡館而非傳統展覽攤位實屬罕見，空間致力打造一個互動交流的綠洲。由於場地天花板較低，設計特別注重通透感與空間感。此外，設計融入大量綠色植物，展現環保理念，減少浪費，並營造溫馨舒適的氛圍。

The Recognition

About the A' Design Award 銀獎

Moonshot Cafe 展覽攤位是 A' Design Award 銀獎得主，這是授予頂級、華美而令人印象深刻的設計的極為崇高的認可。銀獎得主是極其卓越、極具創造力的作品，展現出其設計師傑出的專業技能、才華與敏銳。預計Moonshot Cafe 展覽攤位將成為一件出色的典範之作，兼具非凡的專業性與深刻的創新性。這件贏得 A' Design Award 銀獎的設計是一項備受矚目、令人欽佩的發明，造福並拓展藝術、科學、設計和技術的界限。Moonshot Cafe 展覽攤位是一件令人羨慕的創作，它喚起渴望，帶來積極的情感，並激發驚嘆與讚嘆。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: First, it’s rare to have a cafe, rather than having a normal exhibition booth in a convention. The space tries to become an oasis where the conversation begins in a busy convention. Secondly, the space focuses on transparency and spaciousness since the ceiling of the venue is very low. Therefore, this space gets more attendees’ attention in the convention. Third, the space has lots of green, showing the eco-friendly attitude, reducing waste from exhibition, and creating a cozy atmosphere. Finally, the decoration art in the cafe counter is carefully chosen to show modern and latest Japan.
Dimensions & Packaging: The booth area is 90 feet x 50 feet. In other word, 2743 mm x 1524 mm.
Tags: Zen, minimization, transparency, spaciousness, simplicity, exhibition design, convention, Japan, cafe,
Production Technology: The ceiling of the venue is very low so that transparency and spaciousness is one of the most important aspects to get attendees’ attention in a convention. Therefore, the design focuses on not using many walls and keeping the exhibition table height low. People can appreciate the unobstructed view from one end to the other in this space. In addition, in a technology themed convention, most booths use cold white lighting since the color of cold white might remind people of technology, however, the space intentionally uses warm white lighting to attract people and create a cozy atmosphere of a cafe.
Design Challenge: The biggest challenge is the height of the ceiling of the venue, which is very low and also the venue does not permit hanging from the ceiling, while hanging signs are one of the main tools to attract people who join conventions. In this situation, transparency and spaciousness is one of the most important aspects to motivate attendees to come to the area. Therefore, the design focuses on not using many walls and keeping the exhibition table height low. People can appreciate the unobstructed view from one end to the other in this space.
Research: In terms of design, how we can create more conversation and interaction in an exhibition booth is one of the biggest questions because the communication between exhibitor and attendee could create new business. Literature review and field work by joining other conventions has been done. The results improve the design, production and realization such as using white warm color lighting, music, aroma oil and green, transparency and spaciousness.
Inspiration: This design is for the Japan Pavilion at the CES 2023, one of the largest technology conventions in the glove. Therefore, it would be great if the design somehow makes people feel the uniqueness of Japan. The design is inspired from simplicity and minimization, the fundamental concept of Zen, which Japan has always been with since ancient times.
Project Duration: The project started in August 2022 in San Francisco and finished in January 2023 in Las Vegas, and was exhibited in CES 2023 in January 2023.
Operation Flow: Unlike the normal exhibition booth in a convention, people enjoy drinks and conversation in a cozy mingling lounge, which we named it Moonshot Cafe. The name is decided in the hope that moonshot, in other words, giant leap will come out from this space. One of the best ways to achieve the goal, appealing products and services to the world, is to create a space that would generate more conversation and interaction between exhibitors and participants. The more conversation and communication would eventually lead to the realization of the goal, creating a giant leap.